Beyond the Ad: Engagement & Likeability in Fast Food Advertising Strategies
Research Objectives
To evaluate the script for new commercial for client’s brand.
Communication to be evaluated on the following parameters:
Spontaneous Associations & Likeability
Engagement & Enjoyability
Distinctiveness
Comprehension & Key Message Take Out
Recall of Script Structure and Progression
Connect and Relevance
Credibility
Fit with client’s brand/Impact on Brand Imagery
Approach and Methodology
Focus Group Discussion
With 8 people,
Lasting up to 90 minutes
At a Central Venue,
Sample Size: 12 FGDs
Market: Delhi, Mumbai & Bangalore
Target Group
Male and female
NCCS A
Age: 18-35 years (Split into 18-25 years, 26-35 years
College Students, Early Jobbers, Working Professionals
Usership
Regular user of Burgers – Burger King, Wendy’s, KFC, MacD etc.
Infrequent user of Burgers – Burger King, Wendy’s, KFC, MacD etc.
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